Brand Tone of Voice:

and tone of voice2.3 Brand values and brand positionAll kinds of brands, whether product or service, have in common the factthat they are developed to achieve a particular brand position: to appeal to aparticular audience for a particular purpose. To this end, most brands – at leastto their owners – are motivated by some explicit statement of their position:a set of characteristics, traits, or behaviours that expresses what is unique ordistinctive about the brand. Table 1 shows the brand values for TXU Energi 6 ,an electricity company trading in the UK until 2003, when it was mergedwith Powergen. Table 2 gives the brand values of Orange, the global mobiletelecommunications company.TXU Energi valuesStraight TalkingEnergy Experts PlusSwitched OnCustomer ChampionElaborationThey know what they are talking about, speak my language, get tothe point and make things happen.Whatever they do you can trust TXU to get it right and they makeit all so easy.They’re a bright group of people who use their expertise for mybenefit.TXU goes the extra mile for me. They know what I need and deliverit in the way that I want it.Table 1: TXU Energi brand valuesOrange valuesHonestStraightforwardFriendlyRefreshingDynamicElaborationWe are always open and honest. We say what we do and we dowhat we say. We have nothing to hide and we behave responsibly.For us, clarity comes through simplicity. We recognise that we arepeople communicating with other people. We are always direct andeasy to understand.We enjoy working and succeeding together by building closerelationships. While we have a sense of purpose, we also have asense of humour. We consider the needs both of our customers andof each other.We constantly look to do things differently and in a better way. Wegive colour to all that we do. We are ready to push the boundariesand take risks.We want to make a difference to people’s lives. Our optimism iscontagious. We are passionate about what we do and we haveconfidence in ourselves.Table 2: Orange brand values